Facebook has unveiled its donate button aimed at nonprofits and advertisement pages linked to those organizations.
In a report on Monday (Aug. 24), TechCrunch reported that the ubiquitous tech giant unveiled the platform, which had as its harbinger the 2013 debut of a donate button that had been a staple of cancer charities and the Red Cross. Through those partnerships, noted TechCrunch, the “Donate Now” buttons were integrated into the charities’ pages and transactions occurred through credit cards that had been stored on site.
With the nonprofit-oriented donate button that bowed earlier this week, noted TechCrunch, the technology has expanded to sites that are not directly partnered with Facebook and has a distinction of being a bit “more cumbersome” for transactions to take place, which might be strategic.
There are a few extra hoops a user must jump through: Upon clicking the Donate Now button through a non-partnered site, there’s a popup that informs the user that the organization is indeed not affiliated with Facebook, nor endorsed by the company, and then the user is redirected to the site, whereupon they can complete the donation.
According to TechCrunch’s analysis, the absence of the internal and embedded payment process — such as the one that had been, for example, a hallmark of the Red Cross site via credit card — renders the new donate button into a “call-to-action” link, with an additional click in place that must be completed before going to the ultimate (nonprofit) donation destination.